How to get your CEO blogging

Given the big boss’ schedule—and disposition—it may require a deft hand, persistent persuasion and patience

CEOs are busy people. So, how do you get yours to commit to starting and maintaining a blog?

Jonathan Mast, manager of new media at Black & Veatch, came upon several obstacles a year ago when he tried to get an internal CEO blog off the ground. He was up against a traditional corporate culture and a CEO who was unsure of a blog’s business benefit.

“I have friends who do social media, and I wasn’t sure if the blogging aspect would require me to be available 24/7 to address what I would see as social—not business—issues,” CEO Len Rodman told Mast in discussing his initial feelings.

Mast responded by educating Rodman and employees on the benefits, creating a plan for the blog, and making some compromises. A year later, Rodman is convinced that his posts help humanize him and connect better with employees, which in turn benefits the business. Employees agree—almost a quarter of the 9,000-employee workforce visits the blog every month.

Before you make an appointment with your CEO, Mast suggestshow to prepare your pitch.

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